With a new direction and broader ambition, PHFW aims to bring together fashion, dining, travel, wellness, and the arts.
PHFW is relaunching and it’s going to be more than just about fashion. As one of Southeast Asia’s longest-running fashion events, PHFW is shifting from its traditional runway format and positioning itself as a platform for creative collaborations and innovation.
The event is now extending its reach to six lifestyle sectors: Dining, Beverages (Wine & Spirits), Home, Travel, Arts & Entertainment, and Wellness. This vision acknowledges that fashion isn’t just about clothes—it’s part of a larger lifestyle.
In this new chapter, PHFW aims to create experiences where fashion interacts with other lifestyle elements. Imagine a runway show paired with a curated dining experience, where the food reflects the collections being showcased. Or, picture a fashion event in a beautiful travel destination, where the surroundings enhance the designs.
PHFW’s new direction recognizes that people today want more than just beautiful clothing—they want fashion that connects with their lives. This new approach is about tapping into the desire for a complete experience, where everything from what we wear to where we travel becomes part of a larger story.
Collaboration at its core
PHFW is no longer just about designers, but about bringing together creatives from all industries. Chefs, artists, wellness experts, and travel specialists are all encouraged to work together to create something new. This could mean a chef designing a menu inspired by a designer’s collection, or a wellness retreat that includes curated fashion pieces.
As PHFW’s Chief Vision Officer Nikky Nicandro III puts it, “The runway is as wide as your imagination.”
This new collaborative model opens the door to cross-industry partnerships, creating opportunities for designers to work with experts from other fields.
A launching pad for Filipino talent
Although PHFW’s new focus is global, its roots remain firmly planted in the Philippines. One of the primary goals of this relaunch is to spotlight Filipino talent.
For decades PHFW has been a platform for Filipino designers, now it wants to take that one step further and to take these designers to even greater heights. In 2025, PHFW will partner with fashion weeks and creative industries around the world to present Filipino style alongside global innovations.
One of the most exciting aspects of PHFW’s new direction is its year-round approach. Instead of focusing solely on an annual event, PHFW is creating an ongoing platform for partnerships and creative projects. This continuous approach allows designers, brands, and lifestyle companies to collaborate with PHFW throughout the year, creating a steady stream of events while still keeping fashion in the spotlight.
These could include pop-up events combining fashion and dining or wellness retreats with curated pieces from local designers. This strategy will create ongoing opportunities for creative expression.
As PHFW prepares for its relaunch in 2025, it’s clear that this isn’t just a rebranding—it sounds like the beginning of something bigger in fashion. By moving beyond the runway and embracing collaboration across all industries, PHFW is positioning itself as a hub for creativity, where fashion, lifestyle, and innovation meet.